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RSS FeedsWill Tim Hortons get lost in translation?
(The Star Religion)


18 may 2019 19:29:24

Will Tim Hortons get lost in translation?
(The Star Religion)

Call it the ultimate stretch pass: a global gambit to send the Tim Hortons brand deep into China, and, over the next five years, well beyond.Or it could perhaps more easily be a slapshot too far, one that ultimately leaves the ubiquitous Canadian brand offside and coming home on the double-double.Since launching its first outlet in Shanghai in late February, the coffee empire that keeps Canada and certain parts of the United States rolling has — switching metaphors — kept its strategic powder dry, saying little about the China rollout. And two months in, there now are three Tims in China — a tiny, market-testing beachhead that the chain’s parent company vows will grow to 1,500 over time.On Wednesday, that parent company, Restaurant Brands International, pulled back the veil further, announcing its global goal to expand to 40,000 restaurants worldwide over the next eight to 10 years from its base of 26,000 outlets. Its three marquee brands, Tim Hortons, Burger King and Popeyes Louisiana Kitchen, will be the drivers, with the company projecting upwards of 5 per cent growth annually.Retail consultants, it appears, remain in the show-me camp, mindful of all that can get lost in translation to China.How, precisely, does a company so steeped in Canadian iconography gain traction in a country with no known affection for Canadian culture?Unlike Tim Hortons’ previous, and ultimately modest, attempts to break beyond Canada, the brand now comes with the financial heft and global ambitions of RBI — and by extension, Brazil’s 3G Capital Inc., the private equity firm that holds majority ownership.This isn’t Tims going it alone; this is Tims with access to the deepest of pockets.Tims with powerful partners on the ground.“I spent several years working in Shanghai helping companies gain a foothold and we always said it’s a marathon. You can have lofty goals, but the market really decides if you are an identifiable enoug ...
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